Karena DeMent
Karena DeMent is a seasoned creative professional with over a decade of experience in graphic design and licensing, currently serving as the Creative Licensing Manager at The Lumistella Company—the studio behind the beloved Elf on the Shelf brand. Based in Atlanta, Georgia, Karena plays a key role in managing product development and licensing strategies, helping to bring the “Santaverse” to life through innovative partnerships, digital content, and branded merchandise. Her career at Lumistella spans multiple roles, including Licensing Coordinator and Graphic Designer, showcasing her growth from creative execution to strategic oversight.
A proud graduate of Samford University with a Bachelor of Fine Arts in Graphic Design, Karena blends artistic vision with a strong business sense. Outside of her professional life, she enjoys spending time with her dog, painting, and engaging in all things creative. She’s also an avid reader of License Global, keeping up with trends in brand licensing and consumer engagement. Karena’s passion for storytelling, eye for design, and talent for building strong brand relationships make her a dynamic force in the entertainment and licensing industry.
• Samford University- B.F.A.
• Women in TOY
• Never Alone Widows
• F.I.R.E
What do you attribute your success to?
I attribute my success to starting my career in graphic design, which laid a strong creative foundation, and gaining early experience through an internship in licensed product development—ultimately leading to my greatest achievement: contributing to the growth and evolution of product development and licensing at The Lumistella Company.
What’s the best career advice you’ve ever received?
The best career advice I’ve ever received came from mentors who reminded me to stay true to who I am and to always stand firm in what I believe, because authenticity and purpose are powerful drivers of success.
What advice would you give to young women entering your industry?
My advice to young women entering the industry is to be open to continuous learning, embrace challenges as opportunities for growth, and prioritize building strong, meaningful relationships along the way.
What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in my field right now is navigating external factors like tariffs and industry-wide changes, but I’ve learned that you can’t be afraid to adapt—staying flexible is essential if you don’t want to get left behind.
What values are most important to you in your work and personal life?
Honesty, integrity, and graciousness are values I carry throughout both my personal and professional life. As a widow, my journey has deeply shaped who I am—it's taught me to be true to myself, lean into my faith, and find strength and gratitude through even the hardest moments.